With the Newly Launched Storr, Consumers Do the Selling

By Lauren Parker

You’ve heard of Direct to Consumer, what about Direct to Consumer’s Friends?

Today saw the launch of Storr, a digital startup marketplace that lets anyone open a store from their phone with just three clicks. Now people can buy new, brand-name products directly from their friend’s and follower’s virtual Storr closets.

And unlike a real online store, or even eBay, where sellers actually have to buy/own, stock and ship the merchandise they post and sell, on the San Francisco-based Storr the brands themselves drop-ship new merchandise and handle returns, giving sellers 15-20% commission on each sale. The idea is each Storr seller curates the brands and items for his or her “store,” letting friends and followers “shop their virtual closets.” Millennials and Gen Z are prime targets for this, as they respond to recommendations from those they follow and trust.

People can purchase on Storr via Apple and Android devices, the web, and directly within Instagram, Twitter and Facebook, leveraging each seller’s social media following. Essentially, everyone becomes an influencer.

Could this be a disruptor in the vein of Uber or AirBnB?

"There's a Robin Hood feel to the platform," says Eric Senn, founder and CEO. "You can buy new products from household-name brands directly from people you know. The money that would typically go to a company like Amazon or Macy's now goes to the person you buy it from. And there's no markup."

There are some heavy hitters backing the platform too, namely the former CEO of Neiman Marcus, the former CEO of Macy's.com, Alex Rodriguez, Elyse Walker, David Sacks' Craft Ventures and Abstract Ventures. Basically, those in the know who feel that goliaths like Amazon, Macy’s and Nordstrom shouldn’t be dominating that $3 trillion global retail market.

Storr currently works with more than 150 brands including Adidas, RE/DONE Denim, Solid&Striped, La Ligne, Jonathan Simkhai, Naadam, HillHouseHome, Spiritual Gangster, Rothy's, Alex Mill, Pop&Suki, Galvan, and DL1961, and is onboarding new brands daily. Ultimately, the platform will feature thousands of brands in several different verticals, making each “storr” that much more distinct and personalized to the seller.

"Airbnb and Uber democratized hospitality and transportation by empowering the average person to use their personal assets to generate income. Storr falls into this category too. Anyone with a phone can create a store," said Senn. "Storr accelerates the transition from centralized, channel-first commerce to decentralized, people-first commerce."

And if sellers feel guilty about all that free money, they can also donate some of the dough to Storr’s non-profit partners.